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Club News

Mornflake Extend Shirt Sponsorship Deal

19 June 2020

Club News

Mornflake Extend Shirt Sponsorship Deal

19 June 2020

Principal partner to be on the front and back of our shirts for the next four seasons.

Crewe Alexandra are delighted to announce a new four-year shirt sponsorship deal with our Gresty Road neighbours Mornflake.

Millers of ‘Mighty Oat’ breakfast cereals enjoyed worldwide, Mornflake have been on the front of the Alex shirt since the 2005/06 season and will now stay as our principal partner until the end of the 2023/24 season.

But if that wasn’t enough support, Mornflake have also decided to sponsor the back of the Crewe Alex shirt, with their logo featuring on the rear of our new jerseys from the start of the 2020/21 term.

The company, one of Crewe’s largest employers, has operated its mill on Gresty Road since the war years when it played a vital role in feeding the nation wholesome British oats.

Our partnership with Mornflake has been one that has given the Football Club great pride and Club Chairman John Bowler explained how the Football Club is looking forward to that partnership continuing for many years to come.

He explained: “The length of this partnership really does speak volumes about the relationship between Crewe Alexandra and Mornflake.

“As two of the larger businesses in town we both play a key role in the community and there is a real natural synergy in our cooperate values.

"Mornflake have played a huge part in our success over the years, and this support has played a key role in helping to move the Football Club forward.”

Commercial and Marketing Manager James Beckett added: “Not only are we delighted to see Mornflake once again appearing on the front of our shirt but we are looking forward to seeing the Mighty Oats brand on the back of the shirt.

“To see Mornflake extend their commitment to the Club and their sponsorship during these challenging times really does emphaise the strength of this partnership and we are now all looking forward to life in League One once again.”

Mornflake employ 300 local people and its roots in South Cheshire are celebrated on products and signs on main roads into Crewe.

Mornflake Managing Director, John Lea, said: “We are delighted to sponsor Crewe Alexandra Football Club for another four seasons. Sport is a great way of bringing communities together and we all need to show our support where we can for our local clubs and initiatives  - especially at times like this. Many of us at Mornflake are fans of the club and we look forward to seeing the team play again at Gresty Road soon.”

Supporters will be able to see our new home shirt later this week. For more information on the Mornflake story in Cheshire visit

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